The Emerson

Project details

The Emerson is the dream apartment complex for today’s renters. Located in Madison, Wisconsin, a vibrant community of young professionals and academics, its units and amenities are strategically built to meet the needs of this dynamic demographic. Fortress stepped in and built a beautiful website and robust marketing strategy tailored to reach their audience.

2M+

Over 2 million impressions

85%

of units rented prior to opening

600+

600+ clicks on google alone

#Service

There is no shortage of apartment complexes in the downtown Madison area. We were tasked with creating an online presence that shows prospective residents that The Emerson at Bay Creek is different, and where they should choose to live their active lifestyles stress-free.

Fortress created a stunning, highly functional, and user-friendly website that tells users the most important information first, and leaves no questions unanswered. The site incorporates the branding we created – both visually and through voice – and set The Emerson up for success.

Our branding process for the Emerson was thorough – starting with coming up with the name ‘Emerson’ itself before transitioning into logo design and color and font selection. After exploring many potential names and many potential logos, we chose the combination that best communicates the mission of the Emerson to be sustainability-centered and offer stress-free living for its residents.

The new website for The Emerson had to do two things: captivate the user’s attention through aesthetic beauty and communicate the stress-free culture that the residential exudes. Our design and copy came together to do exactly that.

The residents of The Emerson are young professionals who are always on the move, so it was important that the website was optimized for mobile use.

The website was also created with resident services in mind. Through the site, residents can apply for an apartment, pay their rent, and reserve any of The Emerson’s many amenities.

This is more than we were expecting and we are extremely happy with this momentum!
The social media campaign was a big part of that!

Dave Diamond

President, Head of Development - Walter Wayne

Epitomizing Enjoyable Living

The Challenge

The Solution

The Brand

Web Design & Content Strategy

Mobile Responsive

Check the Results

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